CMF Chapter 10

 Chapter 10: Books and the Power of Print 

Group 1 ( Aaron Swaidner)
  I.          Chapter Introduction: Books and Power of Print (Pages 345-347)  

  a.       The Influence of Amazon on the Book Industry   



  -Amazon.com's early workings involved the sale of books as an online bookstore, besting its bookstore competition with variety, as well as many times beating them on price. Amazon eventually claimed about 20% of all book sales.



  -Amazon's presence in the online market, as well as its hard to beat pricing helped lead to the decline of such bookstores as Borders. The third to last paragraph in this article makes mention of a costly mistake involving Borders and their marketing strategy, while Amazon was on the rise. http://www.theatlantic.com/business/archive/2011/01/what-went-wrong-at-borders/69310/



-2007 saw Amazon introcude the Kindle, a wireless and extremely portable e-book reader featuring wireless downloading of e-book products. Amazon introduced e-book prices to $9.99; well under the price of many hardcopy books.

-2010's introduction of the iPad and iBookstore saw publishers overhaul the e-book system by doing same-day release of e-books, as well as publisher's setting prices, in which retailer's claimed 30%, and publisher's claimed the remaining 70%.

-June 2010 saw Amazon e-book sales top hardcover books by a ratio of 180 for every 100, a reflection of the metamorphosis happening with the idea of what a "bookstore" is



 <span style="line-height: 107%; font-size: 14pt; mso-bidi-font-size: 11.0pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"> b.<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">       Book Industry in the 1950s and 1960s   

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<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; text-indent: -0.25in; mso-list: l0 level2 lfo1; mso-add-space: auto;">  - While the rise of television in the 1950s and '60s  existed as a potential threat to the book industry, book sales continue to flourish, with over 20,000 publishers releasing titles in just the United States, currently.

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<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; text-indent: -0.25in; mso-list: l0 level2 lfo1; mso-add-space: auto;">  -Portability and compact design still make books a preferred mass medium, also remaining the primary source for history and everyday life.

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<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; text-indent: -0.25in; mso-list: l0 level2 lfo1; mso-add-space: auto;">-Example's such as "Oprah's Book Club" demonstrate how book companies have adjusted to new mass mediums, and showing the ability to capitalize through them.

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<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; mso-add-space: auto;"> <span style="line-height: 107%; font-size: 14pt; mso-bidi-font-size: 11.0pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"> II.<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          History of Books From Papyrus to Paperbacks (Pages 348-351)   

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; text-indent: -0.25in; mso-list: l0 level2 lfo1; mso-add-space: auto;"> <span style="line-height: 107%; font-size: 14pt; mso-bidi-font-size: 11.0pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"> a.<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">       Pre “Book” Culture   

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<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; text-indent: -0.25in; mso-list: l0 level2 lfo1; mso-add-space: auto;">-The oldest method of human record is through oral tradition. The inclusion of a print culture helped to preserve more accurate record of such words and stories.

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<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; text-indent: -0.25in; mso-list: l0 level2 lfo1; mso-add-space: auto;">-Early physical media for records saw the use of symbols or letters on wood strips or clay tablets. Such early forms were Egyptian papyrus-plant reeds rolled into scrolls, and parchment-treated animal skin, used in later societies such as Greece and Rome.

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<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; text-indent: -0.25in; mso-list: l0 level2 lfo1; mso-add-space: auto;">-The Roman codex is the early model that our modern books are based off of, made of sewn parchment sewn together at the edge, bound in a cover of wood or leather. The great advantage over earlier forms was allowing to open to any specific page

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; text-indent: -0.25in; mso-list: l0 level2 lfo1; mso-add-space: auto;"> <span style="line-height: 107%; font-size: 14pt; mso-bidi-font-size: 11.0pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"> b.<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">       Development of Manuscript   

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1.5in; text-indent: -1.5in; mso-text-indent-alt: -9.0pt; mso-list: l0 level3 lfo1; mso-add-space: auto;"> <span style="line-height: 107%; font-size: 14pt; mso-bidi-font-size: 11.0pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"> <span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">                                i.<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">        Manuscript Culture-       the early period where books were adorned, illustrated, and written by hand. Book editors were known as scribes, who focused on philosophy and religion, particularly the Bible. Scribes not only promoted ideals, but also censored them.

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1.5in; text-indent: -1.5in; mso-text-indent-alt: -9.0pt; mso-list: l0 level3 lfo1; mso-add-space: auto;"> <span style="line-height: 107%; font-size: 14pt; mso-bidi-font-size: 11.0pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"> <span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">                                ii.<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">        Illuminated Manuscripts-       ornate books with decorations and colorful illustrations for the clergy, or the wealthy. Such luxuries were even adorned with gemstones and trimmed with precious metals.

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<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; text-indent: -0.25in; mso-list: l0 level2 lfo1; mso-add-space: auto;"> <span style="line-height: 107%; font-size: 14pt; mso-bidi-font-size: 11.0pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"> c.<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">       The Innovations of Block Printing and Movable Type   

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<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; text-indent: -0.25in; mso-list: l0 level2 lfo1; mso-add-space: auto;">-Block Printing-an early mass production method for printing, involving inked blocks of wood using raised surfaces for the text, developed in China, from their, spread to Europe by Marco Polo in the 13th century.

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; text-indent: -0.25in; mso-list: l0 level2 lfo1; mso-add-space: auto;">-Movable Type-a further development in printing production, developed, again, by the Chinese, using interchangable symbols and letters to be reused, unlike block printing, which used whole pages.

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; text-indent: -0.25in; mso-list: l0 level2 lfo1; mso-add-space: auto;"> <span style="line-height: 107%; font-size: 14pt; mso-bidi-font-size: 11.0pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"> d.<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">       Invention of the Printing Press   

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<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; text-indent: -0.25in; mso-list: l0 level2 lfo1; mso-add-space: auto;">  -Johannes Gutenberg developed the modern printing press combining movable type, with a mechanical style based off of the wine press. This was the moment that printing became a mass medium, as well as the early idea of mass producing a product.

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<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; text-indent: -0.25in; mso-list: l0 level2 lfo1; mso-add-space: auto;">  -As time went on, reducing size of books as well as paper quality made books cheaper, and thus, accessable to a wide array of people.

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<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; text-indent: -0.25in; mso-list: l0 level2 lfo1; mso-add-space: auto;">-The printing press allowed for widespread knowledge far beyond the reach of simple local means. Spreading culture in the form of print to the rest of the world.

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; text-indent: -0.25in; mso-list: l0 level2 lfo1; mso-add-space: auto;">-Here's a cool link to a virtual tour through the first printing press book, the Gutenberg Bible. Check it out if you find the time. http://www.hrc.utexas.edu/exhibitions/permanent/gutenbergbible/pages/#top

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; text-indent: -0.25in; mso-list: l0 level2 lfo1; mso-add-space: auto;"> <span style="line-height: 107%; font-size: 14pt; mso-bidi-font-size: 11.0pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"> e.<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">       Birth of Publishing in the US   

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Group 2
<p class="MsoNormal" style="margin: 0in 0in 0pt; line-height: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">III. Modern Publishing and The Book Industry (Pages 352-360) (Michael Saylor, Group 2)

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<p class="MsoListParagraphCxSpLast" style="margin: 0in 0in 0pt 1.25in; line-height: normal; text-indent: -0.25in; mso-list: l1 level1 lfo2; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">Despite the rapid decline in publishing due to World War I and II and the Great Depression in between, the book industry came back strong when World War II ended (Campbell, Martin, Fabos, 2013). To see how to get your book published in today’s world, click on the following video link: http://www.youtube.com/watch?feature=player_detailpage&v=qkCspsww--4

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<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1.25in; line-height: normal; text-indent: -0.25in; mso-list: l1 level1 lfo2; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">These type of books do have both hardback and paperback versions but the industry as a whole takes into account the following:

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1.75in; line-height: normal; text-indent: -0.25in; mso-list: l1 level2 lfo2; mso-add-space: auto;"> o<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">     <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">Adult trade (popular science, cookbooks)

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1.75in; line-height: normal; text-indent: -0.25in; mso-list: l1 level2 lfo2; mso-add-space: auto;"> o<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">     <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">Juvenile trade

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1.75in; line-height: normal; text-indent: -0.25in; mso-list: l1 level2 lfo2; mso-add-space: auto;"> o<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">     <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">Comics and graphic novels

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1.25in; line-height: normal; text-indent: -0.25in; mso-list: l1 level1 lfo2; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">The success of this category can be linked to the juvenile book category because it featured young adult and children’s books like Dr. Seuss and the Harry Potter series (22.8 million copies in final two books) (Campbell, Martin, Fabos, 2013)

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1.25in; line-height: normal; text-indent: -0.25in; mso-list: l1 level1 lfo2; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">Along with the adult trade and juvenile trade, this industry also chooses to look at sales of comics and graphic novels (Campbell, Martin, Fabos, 2013)

<p class="MsoListParagraphCxSpLast" style="margin: 0in 0in 0pt 1.25in; line-height: normal; mso-add-space: auto;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">

<p class="MsoNormal" style="margin: 0in 0in 0pt 1.25in; line-height: normal; text-indent: 0.25in;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">ii. Professional (p. 354)

<p class="MsoListParagraphCxSpFirst" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.25in; mso-list: l5 level1 lfo3; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">This style of book does not fit into the general consumer market but it does in fact fit into the occupational groups (Campbell, Martin, Fabos, 2013)

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.25in; mso-list: l5 level1 lfo3; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">Split into areas of law, business, medicine, technical-specific groups as well as other professional groups and sold three different ways: through mail-order, Internet and experts in the subject fields (Campbell, Martin, Fabos, 2013)

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2in; line-height: normal; mso-add-space: auto;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.5in; mso-list: l6 level1 lfo4; mso-add-space: auto;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";"> iii.<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">                 <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">Textbooks (p. 357-358)

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.25in; mso-list: l3 level1 lfo5; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">Ever since 1836 and The Eclectic Reader (sold 100 million copies), textbooks have been used to teach schoolchildren to learn, read and spell while refining literacy rates and changing public education for the better (Campbell, Martin, Fabos, 2013).

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.25in; mso-list: l3 level1 lfo5; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">College textbooks saw their introduction in 1950 with middle-aged as well as working class men in the army wanting to go to college.

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.25in; mso-list: l3 level1 lfo5; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">El-hi (Elementary-High School) books are internalized by local school districts and get subsidized by school districts and states unlike college textbooks, which are paid for directly by the students (Campbell, Martin, Fabos, 2013).

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.25in; mso-list: l3 level1 lfo5; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">Sites such as chegg.com (rental site), Amazon and Barnes and Noble now allow for online purchasing (trade, reselling or rent) of textbooks (Campbell, Martin, Fabos, 2013).

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2in; line-height: normal; mso-add-space: auto;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">

<p class="MsoListParagraphCxSpLast" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.5in; mso-list: l6 level1 lfo4; mso-add-space: auto;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";"> iv.<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">                 <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">Mass Market Paperbacks (p. 358)

<p class="MsoNormal" style="margin: 0in 0in 0pt; line-height: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">

<p class="MsoListParagraphCxSpFirst" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.25in; mso-list: l2 level1 lfo6; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">Unlike the trade paperbacks, these books are sold in drugstores, supermarkets and airports and have authors such as Stephen King and are priced fewer than ten dollars (Campbell, Martin, Fabos, 2013). However, they have gone down in popularity due to technology advances.

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.25in; mso-list: l2 level1 lfo6; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">Paperbacks go all the way back to the 1870’s and hit their peak in 1939, at the same time Pocket Books was created, which ended up changing the industry for the better as it lowered prices on books ( twenty-five cents from fifty to seventy five cents) (Campbell, Martin, Fabos, 2013)

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.25in; mso-list: l2 level1 lfo6; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">Additionally, instant books were also a big contributor to the publishers, as they were published immediately after a big event happens (Campbell, Martin, Fabos, 2013).

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2in; line-height: normal; mso-add-space: auto;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2in; line-height: normal; mso-add-space: auto;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.5in; mso-list: l6 level1 lfo4; mso-add-space: auto;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";"> v.<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">                   <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">Religious (p. 358-359)

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.25in; mso-list: l2 level1 lfo6; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">This industry was essentially created by the most popular book of all time, the Bible, which influenced a large industry for this category of books (Campbell, Martin, Fabos, 2013).

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.25in; mso-list: l4 level1 lfo7; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">To deal with all of the outside pressure put on by the Civil Rights Movement, Vietnam War, etc.; this industry came out with books that talked about poverty, gender, and civic responsibility to name a few (Campbell, Martin, Fabos, 2013).

<p class="MsoListParagraphCxSpLast" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.25in; mso-list: l4 level1 lfo7; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">This is still a prominent book industry despite the recent decline in overall sales and this industry is needed; especially now due to all the uncertainty that surrounds us (Campbell, Martin, Fabos, 2013).

<p class="MsoNormal" style="margin: 0in 0in 0pt; line-height: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">

<p class="MsoListParagraph" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.5in; mso-list: l6 level1 lfo4; mso-add-space: auto;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";"> vi.<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">                 <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">Reference Books (p. 359)

<p class="MsoNormal" style="margin: 0in 0in 0pt; line-height: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">

<p class="MsoListParagraphCxSpFirst" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.25in; mso-list: l0 level1 lfo8; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">These are books such as dictionaries, thesauruses and encyclopedias, with dictionaries and encyclopedias as the most common of all these books (Campbell, Martin, Fabos, 2013).

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.25in; mso-list: l0 level1 lfo8; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">Dictionaries and encyclopedias have accounted for most of the sales in this category of books (Campbell, Martin, Fabos, 2013).

<p class="MsoListParagraphCxSpLast" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.25in; mso-list: l0 level1 lfo8; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">Some of the reference books still in production include Webster’s Dictionary (Noah Webster), Encyclopedia Britannica (oldest English language encyclopedia) and Encyclopedia Americana (Campbell, Martin, Fabos, 2013).

<p class="MsoNormal" style="margin: 0in 0in 0pt; line-height: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">

<p class="MsoListParagraphCxSpFirst" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.5in; mso-list: l6 level1 lfo4; mso-add-space: auto;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";"> vii.<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">               <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">University Press Books (p. 360)

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.25in; mso-list: l9 level1 lfo10; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">This is the smallest part in the book industry and it features scholarly books that are made for people who like to study specialized areas like literary theory and philosophy (Campbell, Martin, Fabos, 2013).

<p class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2in; line-height: normal; text-indent: -0.25in; mso-list: l9 level1 lfo10; mso-add-space: auto;"><span style="font-family: Symbol; font-size: 12pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"> ·<span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">          <span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman";">While this industry does not face outside pressures like the other divisions, they do not have a big budget which in turn causes them to not reach a lot of audiences (Campbell, Martin, Fabos, 2013).

<p class="MsoListParagraphCxSpLast" style="margin: 0in 0in 10pt 147.75pt; mso-add-space: auto; tab-stops: 111.75pt;">

<p class="MsoListParagraphCxSpLast" style="margin: 0in 0in 8pt 1.5in; text-indent: -1.5in; mso-text-indent-alt: -9.0pt; mso-list: l0 level3 lfo1; mso-add-space: auto;"> <span style="line-height: 107%; font-size: 14pt; mso-bidi-font-size: 11.0pt; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"> <span style="font: 7pt/normal "Times New Roman"; font-size-adjust: none; font-stretch: normal;">                                       

Group 3 -- Grant Kunkel
IV. Trends and Issues in Book Publishing ( Media and Culture, 2013, pp. 360-365)

<p class="MsoNormal" style="text-indent:0in">

<p class="MsoNormal" style="text-indent:0in">The success of the novel Uncle Tom’s Cabin, written by abolitionist Harriet Beecher Stowe, set the tone for the book industry for years to come. In 1852, Stowe’s book sold over fifteen thousand copies in about two weeks and sold over three million copies before the beginning of the Civil War (1861). The following link is a website that gives some additional information about Mrs. Stowe and her novel: http://www.harrietbeecherstowecenter.org/utc/

<p class="MsoNormal" style="text-indent:0in">Since the success of Stowe’s novel, American publisher have vigorously sought out the best-sellers, sometimes written by popular celebrities. Additionally, publishers acquire rights to license books to be made into films or TV shows, which can help with the success of the book and the publishers (Media and Culture, 2013, pg. 360).

<p class="MsoListParagraphCxSpFirst" style="margin-left:.75in;mso-add-space:auto; text-indent:-.25in;mso-list:l2level1lfo1">A. Influences of Television and Film (pp. 360 – 361)

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:0in">Books, TV, and movies all depend on one another for their successes. The two primary relationships that they all share are: (1) how TV and movies help to sell books and (2) how books give the TV and film industry ideas for their TV shows and movies. Books that are promoted and/or advertised on TV are more likely to be successful – typically, if a books sells 100,000 copies or more.

<p class="MsoListParagraphCxSpMiddle" style="margin-left:1.0in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level1lfo3">1. Oprah

<p class="MsoListParagraphCxSpMiddle" style="margin-left:1.0in;mso-add-space: auto;text-indent:0in">Oprah Winfrey has been extremely influential in the success of books. Through her talk show The Oprah Winfrey Show, she would promote books by having the authors make guest appearances on her show. She even helped to make some of the books into movies, such as Toni Morrison’s book Beloved. In addition, Oprah also created Oprah’s Book Club in 1996, which basically guaranteed that a book would be on the best-seller lists (Media and Culture, 2013, pp. 360-361).

<p class="MsoListParagraphCxSpMiddle" style="margin-left:1.0in;mso-add-space: auto;text-indent:0in">http://www.oprah.com/book-list/Oprahs-Book-Club-The-Complete-List

<p class="MsoListParagraphCxSpMiddle" style="margin-left:1.0in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level1lfo3">2. Books Into Films

<p class="MsoListParagraphCxSpMiddle" style="margin-left:1.0in;mso-add-space: auto;text-indent:0in">Another way that books become best-sellers is when they are adapted into movies or TV shows. The film industry is always on the lookout for new stories to make into movies, and one of the ways this can be accomplished is through books. When a book is made into a movie, the authors and publishers receive large profits, depending on how well the movie or TV show does (Media and Culture, 2013, pg. 361). For example, J.R.R. Tolkien’s Lord of the Rings was first published in 1954 and 1955, and is the second best-selling novel of all time. In reference to the three following links: the first one details the publication history of Tolkien’s Lord of the Rings trilogy; the second contains a list of movies that were adapted or based upon books; and the third gives information about director Peter Jackson’s Lord of the Rings film trilogy.

<p class="MsoListParagraphCxSpMiddle" style="margin-left:1.0in;mso-add-space: auto;text-indent:0in">https://en.wikipedia.org/wiki/The_Lord_of_the_Rings#Publication_history

<p class="MsoListParagraphCxSpMiddle" style="margin-left:1.0in;mso-add-space: auto;text-indent:0in">http://themovieblog.com/2008/the-movie-blogs-top-100-movies-based-on-books/

<p class="MsoListParagraphCxSpMiddle" style="margin-left:1.0in;mso-add-space: auto;text-indent:0in">https://en.wikipedia.org/wiki/The_Lord_of_the_Rings_(film_series)

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l2level1lfo1">B. Audio Books (pg. 361)

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:0in">Audio books, which are also known as “talking books” or “books on tape,” have made it possible for people to enjoy books in a new variety of ways. Generally, audio books feature authors or actors reading either the entire book or a shortened, abridged of a book. These audible books have been invaluable to individuals that are blind or whose vision is impaired. They are also valuable to people that commute regularly or who multitask at home. Audio books first became popular in the 1990’s and now they can be purchased and downloaded straight off the Internet (Media and Culture, 2013, pg. 361). For example, please view this link:

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:0in">http://www.audiobooks.com/

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l2level1lfo1">C. Convergence: Books in the Digital Age (pp. 361 – 363)

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:0in">The first “e-book” was created in 1971 when Michael Hart (a student at the University of Illinois) typed up the entire United States Declaration of Independence into a digitalized book on a computer. Soon afterwards, Hart started Project Gutenberg, which provides people, at no cost, with tons of public domain books (older books that have expired copyrights) (Media and Culture, 2013, pg. 362). Here is a link to Hart’s website:

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:0in">http://www.gutenberg.org/

<p class="MsoListParagraphCxSpMiddle" style="margin-left:1.0in;mso-add-space: auto;text-indent:-.25in;mso-list:l1level1lfo2">1. Print Books Move Online

<p class="MsoListParagraphCxSpMiddle" style="margin-left:1.0in;mso-add-space: auto;text-indent:0in">Early commercial e-books, which were copyrighted books that were digitalized, had a rough start. In the 1990’s, RCA and Sony attempted to create portable reading devices, but they did not have the technology that would give them an advantage over the hard copy editions of books. However, the largest online bookseller – Amazon.com – developed the first successful e-reader in 2007, which they called the Kindle. Along with the development of the Kindle, Amazon also generated an online e-book store where individuals could preview and download thousands of e-books, largely resembling Apple’s iTunes Store. Another reason that contributed to the success of e-books was their low price of $9.99, which was less than half the selling price of most newly released hardcover books. In 2011, Amazon released its Kindle Fire, featuring a colored touchscreen that had Wi-Fi Internet browsing, access to Amazon’s online store, and Amazon Appstore. The Kindles are currently “the best-selling products ever on Amazon” (Media and Culture, 2013, pg. 362). However, Apple soon developed and released its popular iPad and it quickly outsold Amazon’s Kindle. Due the competition from Apple, other e-readers have lowered their prices and have added some similar features that Apple includes with their products. E-books have become a best-selling book format in the United States and account for about fifteen percent of all books sold (Media and Culture, 2013, pg. 362). In 2011, New York Times created an e-book best-seller list, which has helped generate more revenue for the e-book industry. The following link illustrates a visual presentation of the history of e-books and e-readers:

<p class="MsoListParagraphCxSpMiddle" style="margin-left:1.0in;mso-add-space: auto;text-indent:0in">http://www.slideshare.net/nebraskaccess/history-of-e-books-ereaders

<p class="MsoListParagraphCxSpMiddle" style="margin-left:1.0in;mso-add-space: auto;text-indent:-.25in;mso-list:l1level1lfo2">2. The Future of E-Books

<p class="MsoListParagraphCxSpMiddle" style="margin-left:1.0in;mso-add-space: auto;text-indent:0in">The e-book has changed the way people read books. E-books have enabled distributors, publishers, and bookstores to “use digital technology to print books on demand, reviving books that would otherwise go out of print and avoiding the inconveniences of carrying unsold books” (Media and Culture, 2013, pg. 362). E-readers and/or computers can enable e-books to include videos and links that relate to the book itself. For example, a professor can edit an e-book to fit the needs of a specific class, rather than have the class buy an entire book (which can be unreasonably expensive at times). The e-book has enabled readers to have a more interactive experience with their books and has also enabled more writers to get their works published and into the hands of consumers.

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l2level1lfo1">D. Preserving and Digitizing Books (Media and Culture, 2013, pg. 363)

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:0in">The preservation of older books has seen recent growth in the past few years, especially as new technologies are developed. Books that were published in the nineteenth century or earlier used to be printed on acid-based paper, which accounts for books’ gradual deterioration (Media and Culture, 2013, pg. 363). Some libraries began to implement restoration techniques that would halt or prevent books from corroding, but they were not able to restore books to the books’ original state. Due to the problems associated with acid-based paper, the paper industry began developing acid-free paper. “Some institutions began photocopying original books onto acid-free paper and libraries began replacing the older books with the newer ones and applying treatment to the older books in order to prevent further deterioration (Media and Culture, 2013, pg. 363). http://en.wikipedia.org/wiki/Acid-free_paper

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:0in">Additionally, digital imaging is a way for books to be preserved. In 2004, Google began the largest digitization project, called the Google Books Library Project. It partnered with the New York Public Library as well as other research libraries, such as Harvard, Michigan, Oxford, and Stanford (Media and Culture, 2013, pg. 363). Their purpose was to scan books with outdated copyrights and make them available online. However, in 2011, a federal court prohibited Google from proceeding with this project because it said that Google had not acquired copyright permissions and it was unlawful for them to profit from this project. Presently, many libraries in the United States and around the world are working “to digitize millions of books with expired copyrights and make them freely available on the Internet” (Media and Culture, 2013, pg. 363). The following link is the Digital Public Library of America’s website:  http://dp.la/

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l2level1lfo1">E. Censorship and Banned Books (Media and Culture, 2013, pg. 363-365)

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:0in">Books used to be restricted to individuals that could read and write, which gave allowed them to be in positions of power; however, because of the wide circulation of books, many people were able to have the same opportunities that they were once restricted from. “Knowledge is power” – Sir Francis Bacon. Because books granted individuals with knowledge, books were subjected to censorships that were often imposed by those in authority (Media and Culture, 2013, pg. 363). Essentially, whatever books those in authority thought were a threat to their power were banned. For example, the Bible is currently banned in some countries, such as North Korea, Iran, and Saudi Arabia. The Bible is also restricted right here in the United States. It was difficult for me to find neutral examples of this topic, but these following links were what I could find:

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:0in">http://usatoday30.usatoday.com/news/religion/2009-10-02-football-christian-school_N.htm

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:0in">http://www.thefinaledition.com/article/bible-to-be-banned-in-arizona-under-state-law-forbidding-ethnic-studies.html

<p class="MsoListParagraphCxSpLast" style="margin-left:.75in;mso-add-space:auto; text-indent:0in">As a final note, the American Library Association (ALA) assembles an annual list of the most confronted books in the United States (Media and Culture, 2013, pg. 365). To challenge a book and have it removed from a library, individuals submit a formal complaint called a book challenge. The primary reasons individuals submit a book challenge is because a book contains: sexually explicit material, offensive language, occult themes, violence, homosexual themes, promotion of religious beliefs, nudity, racism, among other offensive subjects. The ALA’s purpose is to defend the right of libraries to offer the public a wide range of views contained in the books and material that they provide, and also are against materials being removed due to partisan or doctrinal disapproval (Media and Culture, 2013, pg. 365). For example, if someone wanted to ban the Harry Potter books from the Fort Wayne Public Library, the ALA would represent the library and defend its right to provide the public with the Harry Potter book series. To see more of what the ALA is about, please visit their website provided in the following link: http://www.ala.org/aboutala/

Group 4
<p class="MsoListParagraphCxSpFirst" style="margin: 0in 0in 0pt 0.75in; text-indent: -0.5in; mso-list: l0 level1 lfo1; mso-add-space: auto;"> <p class="MsoNormal">(Kyle George)

<p class="MsoNormal"> <p class="MsoListParagraphCxSpFirst" style="margin-left:.25in;mso-add-space:auto; text-indent:-.25in;mso-list:l0level1lfo1"> v The organization and ownership of the book industry

<p class="MsoListParagraphCxSpMiddle" style="text-indent:-.25in;mso-list:l0level2lfo1"> Ø   Compared with other mass media industries, book publishing has seen a more modest and gradual growth. From the 1980’s to 2011 revenues increased from $9 billion to about $27.9 billion.

<p class="MsoListParagraphCxSpMiddle" style="text-indent:-.25in;mso-list:l0level2lfo1"> Ø   Ownership Patterns

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   Much like the other forms of mass media, the book industry is mostly run by a handful of large corporations and conglomerates.

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   By owning several book companies like Ballantine Bantam Dell, Doubleday Broadway, Alfred A. Knopf, Random House Publishing Group, and others, Bertelsmann’s (A German Publishing Corp) has become one of the world’s largest publishing conglomerates.

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   Large companies argue that they can support a number of smaller firms while still granting independence from the parent corporation. The independent firms continue to put pressure on the larger corps., which helps with maintaining a diverse spectrum of books available.

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   The emergence of e-books, primarily from companies like Amazon, has created a significant threat to the book publishing industry.

<p class="MsoListParagraphCxSpMiddle" style="text-indent:-.25in;mso-list:l0level2lfo1"> Ø   Structure of book publishing

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   Publishing houses may range from smaller with as little as 20 people, to larger with hundreds of employees. The larger publishers are typically split into several divisions which each have specific tasks. Like magazines, book publishers often contract independent printers to produce their books.

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   Acquisition editors function primarily to seek out creative and intelligent fictional writers or find and review manuscripts for nonfiction work (like a celebrity biography). Acquisitions editors also control subsidiary rights for authors (selling the rights to a book for use in other media).

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   A common form of income for writers is the royalty, a percentage of the revenue earned from book sales (this percentage is usually between 5-15%). However, some authors can request an advance, which is money paid prior to the release of a book and then subtracted from the royalties.

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   Development editors provide feedback to authors and suggest possible changes. They also review illustrations and in educational circumstances they will consult with academic area experts.

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   Copy editors review specific issues concerning writing or length, while design managers adjust the look of the book including the paper used and how the cover will look.

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   During the publishing process, plans are carried out for marketing and selling the book. This may include things like an author going to book signings or talking about the book. Also, the publishers may send early copies out to magazines and others to be reviewed.

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   Dumps are large cardboard displays that are intended to increase the visibility of a book and support greater sales. These dumps are set up in major book retailers, who often charge a hefty fee to display dumps in favorable locations like the front of the store ($10,000-20,000 for a few weeks of display). Publishers will also utilize magazines, radio, billboards, and newspaper advertisements.

<p class="MsoListParagraphCxSpMiddle" style="text-indent:-.25in;mso-list:l0level2lfo1"> Ø   Selling books: brick-and-mortar stores, clubs, and mail order.

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   Publishers track and maintain warehouse balances carefully; however, predicting the number of books needed is a tricky business. Because publishers must absorb the cost of returned books, the process of determining how many to print and sell can be a very important decision. Independent retailers typically return about 20% of the books bought, while large retailers may return as much as 40% of the books.

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   While there have traditionally been several outlets for book sales, the biggest advancement came with the creation of book superstores. The first successful superstore was a Borders in Michigan in the 1980s. The other primary superstore was Barnes and Noble. Borders bookstores increased from 14 in 1991 to 508 in 2010. Unfortunately, Borders declared bankruptcy in 2011 and Barnes and Noble has established itself as the dominant book superstore (now operating 705 superstores).

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   The rise of superstores put immense pressure on independent sellers and led to a dramatic drop of these stores. Independent stores when from a 31% market share to about 4.3% from 1991 to 2011. E-book sales and discount retailers like Wal-Mart, Sam’s Club, and Target have created further pressure on independent stores and superstores alike.Video Fox Books vs The Shop Around the Corner.

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   Book clubs and mail-order books were a popular way to distribute books when independent stores were less sparse and way before the Internet existed. These clubs have seen a decline in sales and now the top clubs: Book-of-the-month club, Literary Guild, and Doubleday are consolidated through Direct Brands Inc., which also owns DVD and music clubs.

<p class="MsoListParagraphCxSpMiddle" style="text-indent:-.25in;mso-list:l0level2lfo1"> Ø   Selling books online

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   Online seller’s success stems from the ability to offer low prices, convenience, and offering backlist titles and less familiar authors.

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   Amazon, established in 1995, is the first major online seller. Amazon was named so because in the early days of Internet search, the results were displayed alphabetically. By 2010, Amazon gained control of 20% of consumer book sales.

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   Amazon has led the way in switching from hard cover books to digital versions, and the creation of Kindle has further increased the delivery speed and convenience of ordering e-books. The power Amazon wielded gave them the ability to demand lower prices from publishers,

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   As a result of the price drops, publishers began endorsing Apple’s agency-model pricing, where publishers set book prices and digital sellers get 30% commission. The Department of Justice filed a lawsuit in 2011 claiming that book publishers were unfairly charging more for books denying customers Amazon’s lower prices. The publishers suggested that the DoJ look closer at Amazon due to its growing power and vertical integration after the start of Amazon Publishing.

<p class="MsoListParagraphCxSpMiddle" style="text-indent:-.25in;mso-list:l0level2lfo1"> Ø   Alternative Voices

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   One idea, which has been around for quite a while, is to make all books available for free. Such was the case when Andrew Carnegie invested millions to open public libraries in several countries.

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   One Internet source, Newpages.com, is attempting to bring together information on alternative and university presses, independent bookstores, and guides to literary and alternative magazines.

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   Another new option for writers is e-publishing. While this option doesn’t typically sell as well, the royalties are higher and overhead is minimized.E-Publish with Amazon.

<p class="MsoListParagraphCxSpMiddle" style="text-indent:-.25in;mso-list:l0level2lfo1"> Ø   Books and the future of democracy

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   The book is the oldest and most important mass medium, especially for spreading information about our culture and democratic society. Book reading increases intelligence, and usually leads to more activity in civic and cultural life; as well as, an increased likelihood to volunteer or do charity work (all crucial activities in a democratic society)

<p class="MsoListParagraphCxSpMiddle" style="margin-left:.75in;mso-add-space: auto;text-indent:-.25in;mso-list:l0level3lfo1"> §   While interest in reading has increased there is still room for concern due to the quality of material being published.

<p class="MsoListParagraphCxSpLast" style="margin-left:.75in;mso-add-space:auto; text-indent:-.25in;mso-list:l0level3lfo1"> §   Since the early days of printing, books have been a fundamental aspect of society, increasing awareness to cultural difference and assisting with the understanding and implementation of democratic ideals.